Penelope Burk has done it again. I am a true fan of Penelope and her Donor-Centered Fundraising - and enthusiastically quote her in just about every board retreat or presentation I make. If you haven’t read her book yet, then you really need to get hold of it – and then get ready for a mind-blowing, revolutionary perspective that will change your fundraising forever.
In her latest blog post yesterday, she did it again! She shared cutting edge, provocative information that transforms our perspective on an important donor segment – younger donors – who are of course our future.
In her latest research study, she noted that 69% of donors under the age of 35 are professionals, academics, owners, managers or entrepreneurs and 47% of them earn over $70k. Now that’s a donor demographic to really pay attention to!
And she found that 62% of young donors plan to maintain or increase their giving in 2009 – more than any other age group in the study. She discovered that “young donors are significantly more open to giving to a cause that they had never supported before, even in a severe recession.”
So read the rest of this important post, and let’s all take another look at younger donors who should be receiving much more attention from development professionals.
